Customer Preference Towards Private Label Brands Over Manufactured Brands of Food Products in Retail Outlets

The purpose of this study is to investigate customer preferences towards private label brands compared to manufactured brands of food products in retail outlets. By understanding the factors influencing brand preference, including perceived quality, price sensitivity, brand loyalty, and trust, the study aims to provide insights into the changing dynamics of consumer behavior in the retail industry. This study adopts a mixed-methods approach, combining qualitative and quantitative techniques to comprehensively investigate customer preferences towards private label brands over manufactured brands of food products in retail outlets. The research design includes both observational and survey-based methods to gather rich data on consumer behavior and preferences. The study employs stratified random sampling to ensure representation across different demographic groups and geographical regions. The sample consists of consumers who regularly shop for food products in retail outlets Bangalore. The investigation into consumer preferences for private label and national brands has provided a comprehensive understanding of their behavior across diverse retail outlets in Bangalore. The findings indicate that customers perceive private label brands as local products distinct from national brands. The implications of this study extend beyond understanding customer preferences towards private label brands to encompass strategic decision-making processes, marketing strategies, and overall business performance in the dynamic retail environment.